Loading (TV channel)

Loading (stylized loadıng˙) is a Brazilian television network. Its premiere took place on December 3, 2020 replacing Ideal TV through terrestrial, cable and satellite channels, where it operated since 2013, when it replaced MTV Brasil; the official launch took place on December 7.[1] Its program is based on attractions about pop and geek cultures in general, series, movies, animations and eSports. Headquartered in the city of São Paulo, capital of the state of the same name, its concessions and structure belong to entrepreneurs José Roberto Garcia and Paulo Sérgio Garcia, owners of the store chain Kalunga, and José Roberto Maluf, president of the government communication entity Fundação Padre Anchieta.[2]

TypeBroadcast television network
Country
Brazil
FoundedDecember 3, 2020 (soft launch)
SloganA casa do entretenimento (The home of entertainment)
HeadquartersSão Paulo, SP
OwnerJosé Roberto Garcia
Paulo Sérgio Garcia
José Roberto Maluf
Key people
Thiago Garcia (CEO)
Launch date
December 7, 2020 (2020-12-07)
Former names
MTV Brasil (1990-2013)
Ideal TV (2013-2020; previous channel space owner)
Picture format
(16:9)
1080i (HDTV) (16:9)
480i (SDTV)
Channel 11
Channel 227 (DTH)
Channel 19/27 (cable)
Channel 20/31
Channel 16
CallsignsZYB 825 (São Paulo)
GroupKalunga
Spring Comunicação
WebcastSimulcast
Official website
loading.com.br
LanguageBrazilian Portuguese
ReplacedIdeal TV (except analog satellite)

History

The channel is the brainchild of a group of entrepreneurs led by José Roberto Garcia and Paulo Sérgio Garcia, owners of Kalunga, and José Roberto Maluf, owner of Spring Comunicação and current president of TV Cultura. The Loading project was first announced in October 2020 as a channel with content aimed at pop, geek and Asian cultures, among others.[3] Its licenses and physical structure were inherited from MTV Brasil, whose broadcasts ended in 2013, being replaced by Ideal TV and subsequently acquired in a public auction after a long process of officializing the sale, completed in 2014. Its physical structure consists of a building located in the Sumaré neighborhood (São Paulo), which were the headquarters of the defunct TV Tupi in the 1970s.[2]

In an interview, Loading CEO Thiago Garcia said the channel would be an entertainment solution for a portion of the Brazilian population that does not have access to content via streaming.

"That is why Loading being on terrestrial TV is a way to democratize access to content that today, mostly, is only possible to be consumed on the internet. It's giving the sense of belonging to people. Belonging to fan communities. The financial condition doesn't matter. Loading will exist for everyone. Without anyone having to pay for it. Free content for everyone."[4]

At 6 p.m. on December 1, 2020, the website of the channel appeared, at the end of a mysterious countdown, a video in which a character simulating a hacker, under the pseudonym "Mr. 52X", announces that the channel will open on December 7 at 8:30 p.m.[5]

On December 2, the channel announced a partnership with Sony Pictures Entertainment to allow the showing of more than 100 titles, including films, television series and anime.[6] On the same day, it was announced – after an agreement with the Valdemiro Santiago's Rede Mundial – that Ideal TV's signal would continue through the analog signals from the Star One C2 and SES-6 satellites.

On December 3 at 6 p.m., a live video of the channel is posted on its website for the public to follow the start of its operations over the internet. At the same time, a list of cities with the network's digital terrestrial signal was made available, as well as the channel numbers on pay-TV. At 7:59 p.m. on the same day, Ideal TV's terrestrial and subscription TV signals were interrupted and just over a minute later, the character "Mr.52x" appears directly from the station's switcher, speaking to viewers against the recent directions of entertainment on Brazilian terrestrial TV and the control of social media algorithms over the public, followed by the screening of the first episode of the anime Saint Seiya: The Lost Canvas, with a countdown to the launch of the station in the upper right hand corner. After showing the episode, a "static" sign, inspired by the old Indian-head test pattern, with the message "Please stand by" and the Japanese word "invasion" (侵略, shinryaku) in the center of the screen, alternating randomly for scenes of a few seconds starring the "hacker".

On December 4, the channel signed a deal with Crunchyroll for the exclusive broadcast of animes in prime time, comprising slots between 6 p.m. and 1 a.m.[7]

On December 7 at 8:30 p.m., the channel officially began its launch nationwide after its pre-launch phase in some areas.

Controversies

Dismissal of the eSports staff

On December 11, 2020, less than a week after its debut, Loading goes through its first internal problems with the dismissal of its entire eSports staff, including newsroom journalists and presenters Barbara Gutierrez and Chandy Teixeira, from the Metagaming show. Professionals disconnected from the channel claimed in their social media profiles that the reason would be "editorial misalignment", implying that they would have been subject to censorship.[8][9] According to an article published by The Esports Observer, the complaints started due to the dissatisfaction of Loading's management team with the content presented in the first two editions of Metagaming. At the premiere, on December 7, the show aired an investigative report on a possible fraud scheme related to a fundraising campaign led by a player on Twitch, which they called "Sparda case". Dissatisfied with the material, the managers would have warned the show's production that the channel's purpose was to be "a happy place, without controversial subjects". Despite this, in the next episode of the show, (aired on December 8, the last one that aired) it aired a addressing the departure of the Vivo Keyd team from the Brazilian Championship of League of Legends (CBLoL), giving a negative highlight for Riot Games, developer of the event, due to the announcement of the company Oi (direct competitor of Vivo) as a new sponsor.[10]

In reaction to the report, Loading's management dismissed eSports editor-in-chief Vicenzzo Mandetta the following day (December 10) and reinforced its staff the idea of producing only positive news, following a channel's "positive agenda", forbidding approaches to controversial subjects or even reports that denounced and discussed sexism or discrimination in electronic sports. Uncomfortable with the decision, the Metagaming staff complained about censorship and sent a list of demands to the management, requesting freedom of speech and production of their material "with the seriousness the situations required", demands that were rejected. This attitude caused the entire staff of 12 journalists to agree to resign the next day, however, the management of Loading ended up anticipating this decision and dismissed the professionals.[10] After the repercussion of the case in the specialized press, Loading said in a statement that the Metagaming show would be reformulated "due to the misalignment between Loading's positioning, focused on entertainment, and the show's editorial team [...]" and that they would seek to "deliver content that further enhances Esports, but with an editorial line focused on entertainment".[11]

On the same day, an article published by the website Splash found that Loading had not yet signed a contract with the dismissed professionals and with others who were still at the TV station. The company tried to sign the contracts in a hurry, so that the termination would be made official in the sequence, but the staff refused. Because of this, the professionals had not yet received transportation vouchers, meal vouchers and health insurance. Internally, the TV station justifies itself by saying that it is a "startup still in its first steps" and that it did not want to "beat partners".[12] Similar statements were also collected in The Esports Observer article, where they reported difficulties in producing material with old equipment that were still the same used by MTV Brasil, "with technology from 20 years ago and not relying even on basic software for TV production". The text claims that due to this pressure, employees even cried before the first Metagaming went live.[10]

In solidarity with the team of journalists, the commentators of the Loading Esports League also announced their resignation. The Metagaming show episode that would be shown on the day was replaced by reruns of Multiverso.[13]

Programming

The channel will focus on pop culture, with films, series and eSports, as well as East Asian content, such as anime, tokusatsu, K-pop etc. The channel will also produce its own content, but still without wide dissemination.[14]

Original programming
  • Antes do Pesadelo (Before the Nightmare): Reviews, comments and screenings of horror movies.[15]
  • Desafio Gamer (Gamer Challenge): Program focused on gameplays and interactivity with the public.[16]
  • Gameshark: Program about video games in general. It will unravel one game a day, bringing curiosities, gameplays, special reports, memes and much more.[17]
  • Liga Loading de Esports (Loading Esports League): eSports championships produced by the channel.[18]
  • Multiverso (Multiverse): It will tackle the great names of Western pop culture, addressing themes and passing on relevant information about heroes, comics, films, series and cartoons that are very loved by the public.[19]
  • Mais Geek (More Geek): Focused on Asian pop culture, the program will bring discussions about anime, tokusatsu, otaku subculture and games, in addition to bringing series during its exhibition.[20] This program, as well has having a YouTube channel in the past, was also part of PlayTV and Rede Brasil.
  • Mega Crush: Pop culture program aimed at young women.[21]
  • Metagaming: Program where fans will be able to follow the idols and eSports teams closely, watch interviews, in-depth analysis of the games and plays of the week etc.[22] After the dismissal of the eSports team, the show was removed from the programming and is now on indefinite hiatus.

Independent production
  • TV Clube Coreia (TV Club Korea): Variety program about the Korean culture. It has also been broadcast by CNT.[23]

Imported programming

This list shows all imported programs being broadcast on the channel, but they are all dubbed into Brazilian Portuguese.

References
  1. "Canal voltado a jovens e gamers, Loading estreia no Brasil; saiba como assistir" [Channel aimed at young people and gamers, Loading premieres in Brazil; know how to watch]. Notícias da TV [TV News] (in Portuguese). Disque Lide Serviços em Comunicação Ltda. December 7, 2020. Retrieved December 4, 2020.
  2. Ricco, Flávio (June 26, 2014). "Donos da Kalunga são sócios da ex-MTV" [Kalunga owners are partners of the former MTV]. UOL TV e Famosos [UOL TV and Celebrities] (in Portuguese). Universo Online S/A. Retrieved December 4, 2020.
  3. "Loading: Estreia em dezembro nova emissora de cultura pop" [Loading: New pop culture broadcast station starts in December]. Correio Braziliense [Braziliense Mail] (in Portuguese). Diários Associados. October 27, 2020. Retrieved December 4, 2020.
  4. "Exclusivo: Entrevista com Thiago Garcia, CEO do canal Loading" [Exclusive: Interview with Thiago Garcia, CEO of the Loading channel]. JBox (in Portuguese). November 10, 2020. Retrieved December 4, 2020.
  5. Monts, Mari (December 1, 2020). "Canal Loading, que substitui MTV, estreia dia 7 de dezembro; saiba mais" [The channel Loading, which replaces MTV, begins on 7 December; know more]. Splash (in Portuguese). Universo Online S/A. Retrieved December 4, 2020.
  6. Oliveira, Fernando (December 2, 2020). "Canal Loading estreia dia 7 com 'Sakura', 'Cavaleiros' e acordo com a Sony" [The channel Loading debuts on the 7th with 'Sakura', 'Saint Seiya' and deal with Sony]. Splash (in Portuguese). Universo Online S/A. Retrieved December 4, 2020.
  7. Lucas, Naian; Vaquer, Gabriel (December 4, 2020). "Loading fecha parceria com a Crunchyroll e terá mais de 50 títulos de animes; saiba quais" [Loading forms a partnership with Crunchyroll and will have more than 50 anime titles; know which ones]. NaTelinha [OnTheLittleScreen] (in Portuguese). Retrieved December 4, 2020.
  8. Lucas, Naian; Vaquer, Gabriel; Falcheti, Fabrício (December 11, 2020). "Equipe de programa de e-sports da Loading se rebela por censura e é demitida" [Staff from Loading eSports TV show rebels because of censorship and gets fired]. NaTelinha [OnTheLittleScreen] (in Portuguese). Retrieved December 15, 2020.
  9. Oliveira, Gabriel de (December 11, 2020). "Mas já? Novo canal, Loading vive crise e tem pedido de demissão em massa" [Already? New channel, Loading has crisis and mass resignation]. TV História [TV History] (in Portuguese). Retrieved December 15, 2020.
  10. Frascarelli, Victor (December 11, 2020). "Exclusive: Entire Editorial Staff Fired From Brazil's Loading Esports Channel". The Esports Observer. Esports Business Solutions UG. Retrieved December 15, 2020.
  11. "Toda equipe de eSports deixa o novo canal Loading alegando suposta censura" [The whole eSports team leaves the new channel Loading claiming alleged censorship]. VCFAZ.TV (in Portuguese). December 11, 2020. Retrieved December 15, 2020.
  12. Silva, Ana Carolina (December 11, 2020). "Equipe demitida pela Loading ainda não tinha recebido contrato e benefícios" [Staff fired by Loading had not yet received contract and benefits]. Splash (in Portuguese). Universo Online S/A. Retrieved December 15, 2020.
  13. Costa, Thomas Schulze (December 11, 2020). "Redação inteira de esports do canal Loading pede demissão [atualizado]" [The whole esports newsroom of the Loading channel resigns [updated]]. Voxel powered by TecMundo (in Portuguese). No Zebra Network S.A. Retrieved December 15, 2020.
  14. TheTwero (October 28, 2020). "Loading, canal dos donos da antiga MTV Brasil, chegará em dezembro e contará com animes e tokusatsu em sua programação" [Loading, channel of the owners of the former MTV Brasil, will arrive in December and will feature anime and tokusatsu in its schedule]. Crunchyroll (in Portuguese). Retrieved December 4, 2020.
  15. "Antes do Pesadelo • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  16. "Desafio Gamer - Loading". loading (in Portuguese). Retrieved December 15, 2020.
  17. "Gameshark - Loading". loading (in Portuguese). Retrieved December 15, 2020.
  18. "Liga Loading de Esports (LLE) - Loading". loading (in Portuguese). Retrieved December 15, 2020.
  19. "Multiverso - Loading". loading (in Portuguese). Retrieved December 15, 2020.
  20. "Mais Geek - Loading". loading (in Portuguese). Retrieved December 15, 2020.
  21. "MegaCrush • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  22. "Metagaming - Loading". loading (in Portuguese). Archived from the original on December 9, 2020. Retrieved December 15, 2020.
  23. "TV Clube Coreia • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  24. "91 Days - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  25. Larc (December 13, 2020). "Akashic Records: série estreia na Loading com 5 episódios de uma vez!" [Akashic Records: series debuts on Loading with 5 episodes at once!]. JBox (in Portuguese). Retrieved December 16, 2020.
  26. Fernandes, Gabriel (December 7, 2020). "Loading anuncia parceria com a Funimation" [Loading announces partnership with Funimation]. ANMTV [Anime, Manga and TV] (in Portuguese). Retrieved December 15, 2020.
  27. Souza, Nielsen (December 12, 2020). "Loading estreia Bungo Stray Dogs, Akashic Records, Astro Boy e maratonas" [Loading debut Bungo Stray Dogs, Akashic Records, Astro Boy and marathons]. ANMTV [Anime, Manga and TV] (in Portuguese). Retrieved December 16, 2020.
  28. "Astro Boy • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  29. "Attack on Titan - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  30. "Berserk - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  31. gasseruto (December 13, 2020). "Bungo Stray Dogs: Animê dublado entra na programação da Loading" [Bungo Stray Dogs: dubbed anime enters the Loading schedule]. JBox (in Portuguese). Retrieved December 16, 2020.
  32. "Bungo Stray Dogs • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  33. "Cardcaptor Sakura - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  34. "Free! - Iwatobi Swim Club • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  35. "Given - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  36. "Goblin Slayer - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  37. Souza, Nielsen (December 8, 2020). "Loading estreia anime do Homem de Ferro e mais novidades" [Loading debuted Iron Man anime and more news]. ANMTV [Anime, Manga and TV] (in Portuguese). Retrieved December 15, 2020.
  38. Larc (December 25, 2020). "Marvel Animê: Sem aviso, Loading estreia 'Wolverine' em sua programação" [Marvel Anime: Without warning, Loading debuts ‘Wolverine’ on its schedule]. JBox (in Portuguese). Retrieved January 15, 2021.
  39. Jiback, Rafael (December 11, 2020). "Loading: Canal estreia 'Miss Kobayashi' e 'The Ancient Magus Bride' na programação" [Loading: Channel debuts ‘Miss Kobayashi’ and ‘The Ancient Magus Bride’ on its schedule]. JBox (in Portuguese). Retrieved December 15, 2020.
  40. "Miss Kobayashi's Dragon Maid • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  41. gasseruto (December 5, 2020). "Loading anuncia 'Gundam 00' dublado na programação" [Loading announces 'Gundam 00' dubbed on [its] schedule]. JBox (in Portuguese). Retrieved December 9, 2020.
  42. "My Hero Academia • Loading". loading (in Portuguese). Retrieved January 9, 2021.
  43. "Ranma 1/2 - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  44. "Saint Seiya The Lost Canvas - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  45. Jiback, Rafael (December 12, 2020). "O Pequeno Príncipe: Clássico estreia nas manhãs de sábado da Loading" [The Little Prince: Classic debuts on Saturday mornings on Loading]. JBox (in Portuguese). Retrieved December 15, 2020.
  46. "The Ancient Magus' Bride • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  47. "The God of High School - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  48. "Tower of God - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  49. César Filho (December 3, 2020). "Loading anuncia 'Power Rangers: Morfagem Feroz' na programação" [Loading announces ‘Power Rangers: Beast Morphers’ on the schedule]. JBox (in Portuguese). Retrieved December 15, 2020.
  50. "Dinossaucers - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  51. "Desenhos animados clássicos invadem a programação da Loading" [Classic cartoons invade Loading's schedule]. Animation Info (in Portuguese). December 9, 2020. Retrieved December 9, 2020.
  52. "Extreme Ghostbusters - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  53. @ProgramacaoBR (December 16, 2020). "Desde ontem a Loading está exibindo Carrinhos: Divertidos e Alucinados no Maratoon. Com isso, Max Steel deixou a grade diária após 5 episódios" [Since yesterday Loading is airing Funny Little Cars at Maratoon. With that, Max Steel left the daily schedule after 5 episodes] (Tweet) (in Portuguese). Retrieved January 15, 2021 – via Twitter.
  54. "Godzilla: The Series - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  55. "Max Steel • Loading". loading (in Portuguese). Retrieved January 15, 2021.
  56. "Karate Kid - Loading". loading (in Portuguese). Retrieved December 9, 2020.
  57. "Happy Ending: o caminho do destino - Loading". loading (in Portuguese). Retrieved December 15, 2020.
  58. "A lenda: um luxo de sonhar - Loading". loading (in Portuguese). Retrieved December 15, 2020.
  59. "O Mundo de Beakman - Loading". loading (in Portuguese). Retrieved December 9, 2020.
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